Blog:Coors boss learns a hard lesson

Pete Coors, chairman of US beer giant Coors Brewing, faces the indignity of lessons on alcohol education after reportedly pleading guilty last week to driving while impaired.

His plea - which is believed to have been against the advice of his lawyer - follows his arrest on drink-driving charges in May.

Mr. Coors faces 24 hours of community service and the uncomfortable prospect of sitting on a panel sponsored by Mothers Against Drunk Driving, a US activist group that lobbies hard to stop what it calls “the violent crime” of drunk driving.

He is reported to have pleaded guilty to driving while impaired to spare any further embarrassment to him and his company.

Just last month, Mr. Coors seemed intent on prolonging the embarrassment when he pleaded his innocence to charges under the influence.

The stance seemed all the more confusing when he very publicly admitted that he had “made a mistake” when he drove himself home after leaving a friend’s wedding reception. Both parties will be hopeful the move draws the whole sorry episode to a close.